Marketing and Advertising | Greater New York City Area, US
2013 - Present
Strategist / 360i
Lead brand strategist on Oscar Mayer Led social strategy for NBC's Bravo TV network
#1 Digital Agency in the U.S. (Advertising Age A-List) Mashable Awards: Best Digital Agency Digital Agency of the Year (AdWeek) Fast Company "World's Most Innovative Companies"
Digital Strategist / BBDO
• Led insight driven strategies for BBDO Atlanta clients with a digital, mobile, & social focus including AT&T, Bayer Crop Sciences, Blue Cross Blue Shield of Florida, Carter's Babies & Kids, Embassy Suites, Georgia Lottery, Georgia Pacific, ING, New Business, REI & Zoo Atlanta • Responsible for development of the creative brief and partnering with Creative, Production, Account and Media to ensure all teams stay true to the strategic vision and voice throughout campaign development and rollout. • Translates current trends into marketing applications to help brands stay at the forefront of innovation • Guides the digital activation process from inception through creative execution process to reporting and optimization • Dynamic story-teller and presenter
Senior Account Executive/ Digital Strategist / BBDO Atlanta
AT&T National Device Campaigns • Responsible for guiding the strategy, production, and delivery of integrated campaigns including TV, Online, OOH, Pre-Roll, Print, In-Store, Radio, & all Social Media extensions • Developed a national advertising strategy for local AT&T advertising initiatives in the social space with recommended mobile, social and location based tactics • Served as digital trainer for BBDO account and creative as well as traditional AT&T clients
Account Executive / BBDO Atlanta
Responsible for AT&T Wireless national advertising in Devices, Sports Sponsorships, Regional advertising, and online Custom Media Opportunities such as initiatives with Apple on iPads and iAD platform for iPhone and iTouch.
Assistant Account Executive / Atmosphere BBDO
Responsible for AT&T Wireless national online advertising in Devices, Sports Sponsorships, and Custom Media Opportunities as well as all Regional advertising.
Account Coodinator / BBDO Atlanta
Southeast AT&T Mobility Account
Account Management, Intern / BBDO Atlanta
Intern on the Southeast AT&T Mobility Account
Account Management, Intern / Snowden Tatarski
I was a part of an intern program mentored by Jeff Snowden on non-profit clients around the Athens Clarke County area. I worked on a small team of interns on the Prevent Child Abuse Athens and Safe Campuses Now clients.
If you can’t stand those cheesy jewelry store ads that take over on holidays - you’ll love this Oscar Mayer campaign for Father’s Day from @360i. The campaign is just as serious about bacon as jewelers are about engagement rings - because well bacon is a big deal. Check it out.
But even better - this isn’t just a promo video to get some laughs. Oscar Mayer is going all out by even selling special “Bacon boxes” available for purchase but in extremely limited quantities each day at varying times, so people will need to follow @OscarMayer to find out when they can buy the exclusive bacon batch for Father’s day.
Guilty. We all are. How much time do you spend nose-deep in a digital screen of some kind that you forget to experience what’s happening right in front of your face?
Technology has always been a part of enhancing our lives, but it wasn’t until social media came around that it started to redefine how we actually interact “socially” day to day. Take this ad from Domtar’s on”Paper Because” - it hits the nail on the head in terms of how our generation interacts with each other today.
We are now much more connected than we ever were before, good and bad. But we are so addicted to these devices that we have formed new “etiquettes” around them. For instance, if I know you have a green dot next to your name on Facebook chat, gChat, or that you viewed my Snapchat and you don’t respond almost immediately, I assume you are ignoring me. Am I right? Or so many of us turn to social networks for “affirmation” that we are missing in our real life. For instance, I post a picture to Instagram or Facebook and feel good by the # of friends that favorite it, like it or comment on it.
There was an interesting article in the NY Times this week that spoke about "ads that speak the language of social media." To me they missed the most obvious point - it’s not about speaking the language of social to relate to consumers, it’s about the fact that we need to open our own eyes to the fact that we are in the midst of a shift in our relationship with technology.
Social experiences powered through tech is here to stay, that’s for sure. But as we spend more time with digital, we start to place a lot more value on the actual time spent with real people and real things. This is a conundrum to our parents and older generations because that’s all they ever knew. But to us, it’s a new realization that is catching on and we are starting to rebel. That’s why I love these Chinet ads from Buntin, a local Nashville agency.
These ads are a honest look at how we all act today and rather than putting us down for it, it simply mocks us because hey it’s true.
Now look at this Toyota Venza ad from Saatchi & Saatchi, where the insight may be right, but the execution is off.
I would argue that Millennials, digital natives, youth of today, or whatever you want to call us are placing more emphasis on getting out and actually experiencing things and are looking to brands and products that enable us to do just that - experience real things. Yes that may be social/digital experiences, but they are also very much so experiences in the real world augmented by social and digital technology.
As technology continues to advance, and everyday a child is born in a world where technology is more pervasive than ever before, it will be important to establish what “tetiquette” we as people want to stand behind and support. Like our parents did in the 70’s, we need to decide what’s right and pave the way of the future for the generations of tomorrow for how we want technology to play a role in our everyday lives.
Invest your life in what you love, & dont stop till you find it.
Don’t complain, make things better. Either do something about it or let it go.
If an opportunity scares you, take it
Be an eccentric aunt, or be one for someone else
2.) Design to change behaviors
There has been a shift from big data to the “Quantified self” data in which we find that tracking your own behaviors helps to actually make changes to your real life.
For instance, once you start tracking your health data (i.e. a Fit Bit, Fuelband, and more serious self trackers) or finance data (i.e. Mint.com) you find yourself actually starting to change your behavior -walk more, take the stairs, spend less etc.
New health tracking kiosk booths from higi are rolling out to retail pharmacies, grocery stores, and other locations nearby that literally gamify your health by tracking our BMI, blood pressure, and more and then ranking you
Through Feedback & Feedforward
You will diet like there’s no tomorrow all week, go to Weight Watchers on a Sunday night, get weighed, realize you’ve put on weight, and then spend the next week trying to figure out why. There was no feedback or feedforward.
Feedforward is just as important as feedback & with Wifi scales and Apps we have the ability to do so
Coke shows types of exercises that people can do to burn off the calories of a Coke. Ie: Laugh for 10 minutes or take your dog for a twenty minute walk.
Nike+ again cues music as you know you’re going up that last hill, or the fact that every ‘like’ on Facebook sends you a cheer in your headphones. That’s just brilliance right there!
If we change the way something is presented to us we can change our behavior. Like putting the dessert bar just that little bit further away or automatically or implementing an ‘opt-out’ rule rather than an ‘opt-in’ due to the fact that many people simply couldn’t be bothered checking the opt-in box
But the most important part of changing behavior is constantly asking WHY. Ask yourself WHY 5 times to truly uncover new strategies
3.) Instill the “Startup” culture in everything you do
This year was all about bringing the startup culture and mentality to big companies or other organizations that may not be what most consider a “startup.”
Instilling the startup culture in us all leads to better collaboration, better work, and better sales.
4.) Social is a way of thinking, not a channel or trick
Social is the new starting point for all media.
You keep up with the news, funny animal pics, and your friends getting drunk all at the same time.
The bored (at work or in line) networks are bigger than THE big networks
Think about it - there’s literally hundreds of millions of bored people at work Facebooking, tweeting, IMing, instagramming, whatevering all day long.
Quality content isn’t always important. It should be a 50/50 split on figuring out the idea and how to make it spread. Not 95/5.
Google mastered the art of connecting people with information & delivering on a response to a consumers active intent. (Search - click)
Social is a bigger beast. Social connects people with other people around content & delivers an experience consumers passively seek. (Browse - share)
The real value of social networks is in the data consumers create, not the ads. This data can power advertising everywhere.
Building a database that links affinity data with intention data is crucial to the survival of our industry.
Sure MRI, Forrester and the likes will always be valuable data sources to guide our marketing plans. But a true data base that can accurately depict true affinity and intent for a brand is the silver bullet we’ve all been waiting for.
Facebook’s Open Graph search is one attempt and nod in this direction. They understand the power of this data, but unfortunately they are only one source (albeit a huge one) of data. To paint a truly accurate picture of applicable targets for our brands, the data has to be pulled from multiple platforms. It cannot just be MRI, or Facebook, or Google, or sentiment on Twitter or even transactional data. It has to be everything.
5.)Respect people & animals
If I asked you which do you think people are more likely to be interested in - Badass rocket scientists or cats? What would you say?
The answer is BOTH!
Elon Musk kicked off the opening keynote and was well deserved as he is literally figuring out how to make rocket fuel more efficient, get life on Mars, reinventing transportation, and helping Tesla become profitable to name a few.
Just take a look at this video!
It’s no coincidence that people are inspired and want to share. (Elon Musk got 10K mentions on Twitter)
Space exploration isn’t just for scientist. It’s much more accessible now which encourages people to think big. Just like Elon Musk does
Animals are also a force to reckon with & deserve respect.
Grumpy Cat was all over SXSWi - in person at the Mashable ten, giant interactive billboards on 6th street staring down at attendees (unhappily of course.) Total buzz of Grumpy Cat were 2nd after Elon.
As humans we connect to many things at the same time. Just because we may be completely inspired after our minds have been blown by Elon Musk doesn’t mean we won’t flood to see Grumpy Cat right after at the Mashable tent unveiling or retweet his latest tweet.
Does it make us dumb to retweet a funny cat after talking about new terrestrial forms of transportion and rockets? No! We are just human.
6.) Marry Digital with Physical
Some would also call this the “Digital Backlash.”
As we spend more time with digital, there’s an increase in the value of the time we spend with real people & things
In previous years big social apps have been the heroes (Twitter, Foursquare, highlight).
This year it was much more about “hardware” or items that can marry the digital and physical worlds.
We’re in the midst of a shift in our relationship with technology. It’s there when you want it and out of the way when you don’t
But when you do - people are thirsty for interaction beyond the keyboard and mouse
Leap Motion, a fantastic motion interface for your computer that puts Kinect to shame and it’s only $79 dollars – gotta watch this video!
Digitas has a new data visualization tool called SODA that they used to take us through the history of SXSW from Johnny Cash to Elon Musk as we celebrate SXSWi’s 20th year anniversary. Let’s take a deeper look at the current trends & hype as analyzed through social data.
Ryan Hidinger is one hell of a chef and an even better human being! Ryan and his wife Jen are the proud founders of the amazing @staplehouse but were just faced with very devastating news. RYAN IS FIGHTING FOR HIS LIFE AGAINST STAGE IV GALLBLADDER CANCER.
The good news is Ryan and his wife Jen have nothing but fight in them and they have an incredible assembly of people, called #TeamHidi, and you can help too! Check out teamhidi.org to buy tickets for an amazing fundraiser event on 1/27 you don’t want to miss!
Boo! Are you in the Halloween spirit yet? This year lots of brands jumped in on the Halloween fun. To name a few, here are 10 favorite Halloween inspired Brand-O-Ween campaigns this year.
1.)Sprint LG: So Real It’s Scary
Going viral a few weeks ago this Sprint video really scared the bajeezus out of some people in an effort to show off how lifelike their new IPS screens are.
2.)Snickers Horseless Headsman
As a part of the “You’re not you when you’re hungry” campaign, Snickers had some fun with their Facebook page by turning it into the voice of a “Headless Horseman” who just isnt himself when he’s hungry so he’s actually the “Horseless Headsman.” They launched this exclusive online edit video of the Horseless Headsman video to their fans in addition to other fun posts & content.
I’m not myself when I’m hungry. -Horseless Headsman
Barton F. Graf 9000’s “Do Not Call” campaign boldly tests the limits of quirkiness and customer curiosity. A radio spot begins the reverse-psychology scavenger hunt with this warning: “We’d like to take this opportunity to educate you about calling Little Caesars—Don’t do it. You see, at Little Caesars, we have hot and ready pizzas available all day, every day. … Not only is it faster to just swing by Little Caesars and pick up a hot and ready pizza, if you call 1-800-Try-Little-C, bad things will happen to you.” A call predictably yields chastisements for calling, along with multiple warnings to avoid visiting ForbiddenPizzaWebsite.com or “you will definitely regret it.” Once there, ignoring instructions not to type in your address results in the final bit of bad news: your house is now haunted by ghosts.
REI celebrates this Halloween with an infographic on all the gear you need to fend off the zombies. A common problem, to be sure.
5.) Chipotle’s Do Some Good This Halloween
Chipotle released this funny video promoting their Halloween burrito discount — come into Chipotle after 4 p.m. on Halloween in costume, and get a $2 burrito. It’s not just a funny video though - it’s also a cause marketing promo! If you watched the video, you’ll notice the entire theme is this trick-or-treating Frankenstein talking about Halloween as a do-good holiday. If you get the $2 burrito, the proceeds, up to $1 million worth, will benefit the Chipotle Cultivate foundation. So do what they say and “Do some good this Halloween.”
How would you dress up your Dunkin’ Donuts cup for Halloween? Dunkin’ Donuts is encouraging fans to decorate their cups with a costume and then share a picture on Instagram using the hashtag #DresseDD for the chance to win a gift card. Who knew a disposable coffee cup could be so fun.
A great example of a retail brand reaching out to social media users it considers potentially influential - Mommy Bloggers.
Kmart, along with its agency DraftFCB, asked Chicago hip hop dancer Monternez “Monty” Rezell to move his way through over 150 different costume changes in under eight hours which successfully broke the existing Guinness world record. The result is a pretty cool 90 second commercial below but they key to social success was their blogger outreach Mommy Bloggers.
On Friday, July 27, just as the world finished watching the Opening Ceremony of the London 2012 Olympic Games, Procter & Gamble and Gillette staged an unforgettable event to wish Team USA a great start to The Olympics. The event was a spectacle of light and water featuring 60-foot holograms of Team USA athletes Tyson Gay launching off the blocks and Ryan Lochte diving into historic Boston Harbor. Set to the music of M83 “Steve McQueen”, the event officially launched Gillette’s global ‘Get Started’ campaign.
Part science, part nature and part digital art, Gillette created a series of projected light displays on buildings throughout Boston culminating in a massive water show. The event used half a dozen projectors to display video images of Ryan Lochte and Tyson Gay in action on two massive screens of particulate water vapor sprayed above the surface of the water adjacent to Boston’s Institute of Contemporary Art.
Many brands today are posting on Facebook as a means of connecting with their customers and prospects. However, very few have mastered the basics such as the ideal post length, use of imagery, use of color and linking. When used correctly, these small improvements will add up to increased engagement on your posts and extend the viral reach of your messages.
If you haven’t seen this - Check it out. Nike ambushing the Olympics with their own #FindGreatness campaign. They have a series of short films about regular athletes in Londons all over the world who exhibit greatness. For this campaign, they created a special YouTube playlist featuring all of the short video clips and the full 1 minute video with a push behind the #hashtag for everyone to share their greatness.
In November, Foursquare and Scoutmob partnered up to offer Foursquare users more deals at local bars, restaurants and more. After 3 months, I’ve finally received my first Scoutmob deal on Foursquare, and I didn’t even have to check in to get it.